Customer relationship management adoption : determinants of CRM adoption by firms

• Autor(a) principal: Azevedo, Ana Taborda de
• Data de Publicação: 2013
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10362/19159
• topic: Customer relationship management (CRM); Data quality; IT adoption; Technology-organization-environment (TOE)

Customer relationship management (CRM) has become one of the most powerful techniques that a firm can achieve. Various concepts try to define CRM as a combination of people, processes and technology that seeks to understand company´s customers. From the literature review, Technology- Organization -Environment (TOE) framework should be tested among the theoretical framework propose by (Alshawi, Missi, & Irani, 2011) which identify relevant CRM adoption factors , that relate to organizational, technical and data quality predictors. To be consistent with TOE framework we develop a research model concerning the technological, organizational and environment contexts, integrating the various factors given by the (Alshawi, et al., 2011) study. Data were collected from 209 firms in Portugal and partial least square (PLS) was used to estimate our eleven hypotheses. Evaluating the results, we concluded that compatibility and competitive pressure are the most relevant facilitators of CRM adoption. On other hand, complexity is a powerful inhibitor for CRM adoption. Ultimately, we realize that this study can provide useful practical and technical advices for academics and managers. Suggestions for future research and empirical testing of propositions are offered.